Category: original scientific paper

A. Chamaru De Alwis 1
Aayanthi Umayangana Kulasekara 2

RECRUITMENT ADVERTISING: CHANGES WITHIN THE LAST FOUR

DECADES IN SRI LANKA

Abstract:

Recruitment is one of the most important
functions of the Human Resource Management
and the success of the function is depended on the
attraction of most suitable candidates to the
relevant vacancy. To attract applicants, the
organizations can be used no of modes, however
among those, most popular one is newspaper
advertisements. However just publishing
advertisement on newspaper does not bring
expected results. To get maximum results, the
advertisements should be prepared in an attractive
way. Under this study, it was evaluated the
changes happen with newspaper advertisements
within last four decades to get understand how
that advertisements has create attractively and to
understand the trends of the current newspaper
advertisements. For that, it has used 200 published
advertisements with the period 1970 – 2009 as a
sample of the study. According to the results
usage of graphics, company logo, pictures, have
been increased. On the other hand, usage of
descriptive language in recruitment
advertisements has been increased. Most of
recruitment advertisements presented the
position in direct, however there is a trend to
present in creative ways and with a statement that
encourage applications.

Keywords:
Recruitment advertisements, applicants, recruitment

Author´s data:
1
A.Chamaru De Alwis ,PhD, M.Sc (Mgt), B,Sc (Bus. Admin.) special
Department of Human Resource Management, University of Kelaniya
E-mail:dealwisac@gmail.com
2
Aayanthi Umayangana Kulasekara, B.B Mgt. (HRM) Special
Senior Human Resource Executive at Arpico Finance Company PLC (Alliance Group),Sri Lanka
E-mail: ayanthi_umayangana@yahoo.com

International Journal - VALLIS AUREA • Volume 1 • Number 1 • Croatia, June 2015

UDK 331.53:658.3(548.7)”1970/2009” ; DOI 10.2507.IJVA.1.1.1.1
 Introduction
Success of the Human Resource Management
[HRM] is depended on how well it achieves
objectives of HRM within the organization.
Basically, one of the main objectives of the HRM is
to procure right people at the right time to do the
right jobs. If any organisation fails to achieve this
objective, then it is impossible to achieve any of
their organisational goals effectively and
efficiently. This process has recognised as a
function of HRM and named it as as “Recruitment
and Selection”. According to the Mathis and
Jackson [5], “Recruitment is the process of
generating a pool of qualified applicants for
organizational jobs”. Basically, recruitment
function deals with two major activities. That is;
finding suitably qualified individuals from the job
market and attracting them towards job
vacancies. Success of all the other HRM functions
is highly depended on the success of this
recruitment process of the organization.
6 Essentially, recruitment can be done two ways:
internally and externally. In other words,
attracting candidates within the organization and
attracting candidates from external environment.
Throughout this external recruitment category;
number of alternative modes can be identified
such as employee referrals, past employees,
education institutes, internet job posting sites,
employee agencies and advertising [6].
Advertising is the mostly practiced recruitment
mode and it is consisted number of sub modes
such s newspaper, television radio, posters and
banners and etc. Among those, newspaper
advertisements are the most popular recruitment
mode among the sub modes of the Recruitment
Advertising [RA]. Not only that, it is the most
common recruitment mode, if is considered as a
separate major mode of recruitment [1], [2].
However its success highly depends on the level of
attraction of the advertisement. Perkins and
International Journal - VALLIS AUREA • Volume 1 • Number 1 • Croatia, June 2015
UDK 331.53:658.3(548.7)”1970/2009” ; DOI 10.2507.IJVA.1.1.1.1
Thomas comment on that level of attraction and
confirmed that the level of attraction as a vital for
the success of the advertisement, because it is
directly affected to the job seekers’ reputation,
perceptions and job-pursuit decisions [10].
To get successful results from the advertising,
employers have to address two major issues:
selecting correct the advertising medium and
developing advertisement construction in proper
manner [3].
Under this study, it was given concentration to
evaluate most popular mode; newspaper
advertising to identify changes happened within
the last four decades and the trends of the current
newspaper recruitment advertisements.
The purpose of this study
This study was carrying out with the expectation of
accomplishing following two objectives.
 To identify the impact of advertising practises
in preparing job advertisement throughout
last four decades
This was evaluated in three aspects of those
have been used to measure effectiveness of the
advertisements: Frankfurt; Germany
1. The way of presenting the advertisement
Some are happy to publish advertisements just
using wordings without logos, any graphics or
pictures. However there is a resent trend using
those types of changes to the advertisements
expecting to get more attention.
A number of organizations use open
advertisement that contains the name of the
organization offering the job and others wish to
use blind advertisement that is not mentioned the
name of the employer and providing just post box
number and name of the post office [6].
There is another way of presenting
advertisement. That is using pictures specially
pictures of current employees in their
advertisements. Using employees in RA’s provides
a real face for the corporate image and it
demonstrates how employees have fulfilled their
own aspirations and been successful in achieving
their goals [9].
Using company logo and some graphical
images with the advertisements are another ways
of presenting at present, because the
advertisement which makes use of white spaces
and graphic images will often be more successful
at capturing the attention of the reader [9].
2. The way of using the language of the
advertisement
Generally, there are two types of language that can
be used in advertisements as descriptive and
short. Under this short language, they expect to
provide just basic information to attract
employees, however with this descriptive manner,
it explains information in more details to get
maximum attraction from suitable candidates.
3. The way of defining the position of the
advertisement.
There are three common methods that can be seen
with the advertisements. Directly mentioning
position in the advertisement “Direct method
without different formatting” ’ and use some
attractive, creative methods just like using
different fonts, doing different formatting “Direct
method with different formatting” to highlight
from other advertisements in the same page are
the first two. Third one is keep the position with
creative heading which is describing some motive
aspects of the position “Creative heading”.
 To identify the additional or indirect factors
considered in developing job advertisement
throughout last four decades.
This objective was achieved by evaluating
following areas: the size of the RA (the height of the
RA and the width of the RA) and the side of the news
paper which the RA was published.
International Journal - VALLIS AUREA • Volume 1 • Number 1 • Croatia, June 2015
UDK 331.53:658.3(548.7)”1970/2009” ; DOI 10.2507.IJVA.1.1.1.1
Methodology
Population
Population of this study was consisted by RAs
which were published on “Sunday Observer” that
is the most popular newspaper for job
advertisements in Sri Lanka [5]. Selected period for
the evaluation was forty years from 1970 to 2009 and
the reason for selection was as shown below.
 Change the national economic policy from
close economy to open economy
National economic policy was changed in 1977
from close economy to open economy. Since 1977,
the Sri Lankan government has been implementing
privatization program and under the open economy
domestic companies have to face global
competition. Under these circumstances
companies have to work more effectively than
earlier. Therefore the recruitment process should
be more effective.
 Information technology (IT) era
Information technology is the next major 7
significance factor influence to the business
organisations. Actually after IT was become
popular in Sri Lanka, IT has been playing major role
in many business activities. Now companies need
people who have IT background and were started to
use IT for their marketing promotion activities. Job
advertising is also one of their major marketing
efforts which help to not only attract job seekers
however also to built company image.
 Change in Organizational culture
Total Quality Management tools and are
techniques are one of major management concept
which many organisations were implement rapidly
after the 1995 to overcome rapidly increased
competition. Actually quality was replaced to the
position of quantity in the management decisions
with in last decade.
 Sample
Selected period Cluster Sampling
(Population) (Sub Groups)
1970 - 1979 1970
1978
1980 – 1989 1980
1985
1990 - 1999 1990
1995
2000 - 2009 2000
2005
Table 1: Sample of the study
Significance of the research
As per the Opatha [6] the quality of the HRM in an
organisation depends heavily on the quality of the
job applicants been attracted. That quality of the
job applicants are depended heavily on the
successful performance of recruitment process.
Thus recruitment is very significant HRM function
that has to be successfully implemented an
8 organization due to following reasons: to acquire a
pool of suitable qualified job seekers [not over
qualified or under qualified job seekers] at the
lowest possible cost and reduce the likelihood that
an applicant, once hired would leave the
organisation after a short period of time. Under
this circumstance, designing a recruitment
advertisement with essential information has to
be given substantial attention.
If the recruitment message is advertised in a
popular newspaper for that purpose, it is possible
that the overall job seekers in the country are made
aware of it [6], however it is not adequate, the
advertisement should be more attractive and has
to be employed proper strategies to get utmost
attention from appropriate candidates at a
minimum cost. If the advertisement has fulfilled
those, then, it will be helped to attract more job
seekers, and then the selection process will be
become more competitive and effective. Finally, it
International Journal - VALLIS AUREA • Volume 1 • Number 1 • Croatia, June 2015
UDK 331.53:658.3(548.7)”1970/2009” ; DOI 10.2507.IJVA.1.1.1.1
Simple Random Sampling
(Selected Sample)
1970 march
1975 May
1980 January
1985 September
1990 march
1995 April
2000 December
2005 July
will help the organisation to select the most
suitable candidate to fill the vacancy.
Under this circumstance, it is very important to
understand the trends behind advertisements,
because it will bring idea how to prepare
newspaper advertisements to get maximum
attraction.
Literature Review
"Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and
services through mass media such as newspapers,
magazines, television or radio by an identified
sponsor" [3]. An organisation can be published its
job advertisements through different modes such
as television, radios, banners, posters and
newspapers. However the success of the
advertisement depends on two basic
requirements. Firstly, the right advertisement
must be made at the right time in the right way.
Secondly the advertisement should be consisted
with appropriate information [8]. As per the
Opatha [6] a good recruitment advertisement
contains the following: A clear indication of the
relevant job vacancy, a brief introduction of the
organisation, a brief job description, a brief job
specification, Rewards [Pay, incentives and
benefits], way of sending applications, closing
date. Ryan et al [8] commented based on Price [7]
that HRM has been marketed the employment
product without really knowing or realizing it. He
identified job offer as the first ‘P’ of the marketing
mix [Product]. It is defined in the job description
and may include conditions, hours, holidays,
opportunities for personal development and
promotion, and the like. Salary and other benefits
offered defined as the “Price” of the product and
place of the emplacement recognize as “place”.
Promotions of this offer are the communications
that the organization has with its employees or
perspective employees. It is important to adopt a
marketing orientation to jobs and recruitment [9].
Ryan et al [9] comment based on Price [7], HRM
managers would be well advised to see employees
as “employment consumers” who are free to
choose another supplier of employment just as a
typical consumer may choose another product and
he also suggested that organizations should forget
the banality that "our employees are our greatest
asset" and recognize that employees are
customers of the organization.
From a marketing viewpoint, jobs can be
identified as products. In marketing perspective,
they are going to analysis customer’s motivations,
needs and behaviour to develop a product to satisfy
customer needs. In the same way, HRM
departments have to identify, employee need,
motivations, and behaviour to attract and retain
most appropriate cordierite to perform their
organizational requirements.
Ryan et al [9] commented based on Price [7]
as employers are the providers of these
employment products and employees are the
consumers of employment. Adopting this
perspective, marketing can provide a useful
strategic framework for HRM [9]. Marketing imply
a desire to understand consumer needs and to
work toward meeting their requirements. The basic
principles of marketing such as consumer
International Journal - VALLIS AUREA • Volume 1 • Number 1 • Croatia, June 2015
UDK 331.53:658.3(548.7)”1970/2009” ; DOI 10.2507.IJVA.1.1.1.1
analysis, segmentation, and targeting may be
used to develop accurate and effective RA [9].
Findings
Obj. 1: Identifying the impact of advertising
practices in preparing job advertisements
This objective was evaluated through based on
the three important areas that affect to the
effectiveness of advertisement: the way of
presenting the advertisement, the way of using the
language of the advertisement and the way of
defining the position of the advertisement.
Way of presenting the advertisement
This was evaluated by categorizing all the
advertisements in to six categories as shown in the
table 2. Throughout all the four decades the
advertisements have used just wordings without
graphics, pictures or company logo hold foremost
position among the six categories; however its
position is continually diminishing. In 1970 -1979 it
has recorded 65% from all sample however when 9
2000 – 2009 it has reduced up to 36%. It was
reduced by 55% from within the last four decade
and form 1990 -1999 and 2000-2009 it has reduced
drastically by 40% when compared with the
previous years.
The advertisements that has used wordings
with company logo was consisted by 30% of the
advertisements during the period in 1970 – 1979,
however it has reduced by 40% with the three
decades and finally it was represented with just
18% during the period of 2000- 2009. There is
significant increase [600%] can be seen with the
wordings with graphics category from 1970-1979 to
1990–1999 and recorded slight decrease (10%) from
1990- 1999 to 2000-2009. The category that consisted
wordings and pictures has risen on 1980 – 1989 and
from 1990 – 1999 to 2000 – 2009 it has recorded 180%
increase compared with past decade.
 Type Percentage from total advertisements
1970-1979 1980-1989 1990-1999 2000-2009
Wordings only 65 52 48 29
Wordings with Graphics 5 12 30 27
Wordings with Pictures 0 4 5 14
Wordings with Company logo 30 32 11 18
Wordings with graphics and pictures 0 0 2 5
Wordings with graphics and company logo 0 0 2 4
Wordings with pictures and company Logo 0 0 2 3
100 100 100 100
Table 2: The way of presenting advertisements
100% 000 000 2 3
22 4 Wordings with pictures and
90% 11 5 company Logo
30 32
80% 5 18 Wordings with graphics and
70% company logo
50 4
30 14 Wordings with graphics and
60% 12 pictures
50%
Wordings with Company logo
40% 27

30% 65 Wordings with Pictures

52 48
20%
29 Wordings with Graphics
10%

10 0%
1970-1979 1980-1989 1990-1999 2000-2009
Wordings only

Figure 1: The way of presenting advertisements

Identify the way of Language usage of during last four decades. There is positive trend in
recruitment advertisements: using descriptive language with RAs and it can be
Basically, manner of the language used in RA was identified from the first decade to 2000-2009. In 1970-
identified as the descriptive and the short. 1979 it was recorded just 25% however when 2000-
Following figure 2 clearly shows the manner of 2009 it has increased up to 48% that is almost close
language used as descriptive and short in the RAs to 100% increased within the four decades.
Short ; 1970-
Short ; 1990 - Descriptive ;
1979; 75% Short ; 1980- 2000 - 2009;
1999; 66%
1989; 63% 48%
Short ; 2000 -
Descriptive ; 2009; 52%
Descriptive ; 1990 - 1999; Descriptive
1980- 1989; 36% 34%
Descriptive ; Short
1970- 1979; 25%

Figure 2: Manner of Language used in recruitment advertisement

International Journal - VALLIS AUREA • Volume 1 • Number 1 • Croatia, June 2015
UDK 331.53:658.3(548.7)”1970/2009” ; DOI 10.2507.IJVA.1.1.1.1
 Identify the way defining the position of
recruitment advertisements
The way of defining the position is another important
aspect which affects to the readership of the
advertisements. ‘Presenting this highly important
factor of the RA’ during the last four decades has
slightly changed however almost all the decades
employers has given their preference to mentioned it
by using it in direct format “Direct method without
By the name of
By the name of
the position ;
the position ;
1970- 1979; 100%
1980- 1989; 92%
1990 - 1999; 85%
different formatting”. However there is a trend that
can be identified with the way of mentioning the
position at present form 1990s. That is “Direct
method with different formatting”: creative
headings by formatting it with different fronts or
other ways of differentiate and “Creative heading”:
mentioning the position with some wordings to
encourage applicants.
By the name of
By the name of
the position ;
the position ;
2000 - 2009; 81%

By the name of By the name of By the name of By the name of

the position with the position with the position with the position with
creative heading ; creative heading ; creative heading ; creative heading ;
1970- 1979; 0% 1980- 1989; 4% 1990 - 1999; 10% 2000 - 2009; 16%
Creative way ; Creative way ; Creative way ;
Creative way ;
1980- 1989; 4% 1990 - 1999; 5% 2000 - 2009; 3%
1970- 1979; 0%

Figure 3: Manner in defining the Position

Obj.2: Identify the additional or indirect factors
considered in preparing job advertisements:
This objective was achieved by evaluating following
areas of the RA: the size of the RA (the height of the
RA, the width of the RA) and the side of the news
paper which the RA was published.
11
Average Sizes of the advertisements which were
published during the selected period:
Size of the advertisements was highly affecting the
readership of the advertisement. This objective was
achieved by analysing the size of selected 200
executive level advertisements which contained
private sector, government sector and NGOs and it
was measured by column inches

Criteria Average size of the Advertisement

1970- 1979 1980- 1989 1990 - 1999 2000 - 2009
Average height 10.42 19.32 18.54 21.92
Average width 8.82 11.59 11.52 14.31
Table 3: Average size of the Recruitment Advertisements

In this above table 3 illustrated that the height of the Side of the Page which the Advertisement
advertisement was slightly increased with compared published:
to the increased rate of the width of the Side of the advertisement published were also
advertisement. affects to the readership of the advertisement. It’s

International Journal - VALLIS AUREA • Volume 1 • Number 1 • Croatia, June 2015

UDK 331.53:658.3(548.7)”1970/2009” ; DOI 10.2507.IJVA.1.1.1.1
 popular that the readership is high on the Following tables 4 shows separately the number of
advertisements published in the right side of the advertisements which was published in both sides.
news paper.

Sector Percentage of advertisements published

1970 - 1979 1980 - 1989 1990 - 1999 2000 - 2009

Left Right Left Right Left Right Left Right
Government 5 3 1 8 3 2 3 4
Private 9 10 11 12 15 33 33 44
NGO 0 0 0 0 1 2 0 1
Total 14 13 12 20 19 37 36 49
Table 4: Side of the Page which the Advertisement published

Right Side; 2000-

2009; 49
Right Side; 1990-
1999; 37

Right Side; 1980- Left Side ; 2000-

Right Side; 1970- 2009; 36
1989; 20 Left Side ; 1990-
1979; 13
Left Side ; 1980- 1999; 19

12
Left Side ; 1970-
1989; 12
1979; 14

Figure 4: Side of the Page which the Advertisement published

According to the above table, 4 and figure 4, in 1970 – advertisements for attract executives to their
1979, there was no much difference between selected organizations.
sides of the page. However from 1980-1989 more of the Usage of graphic designs was become popular
advertisements has been selected right side than after IT becomes popular in Sri Lanka. After 1990 when
left side of the paper. IT industry was developed rapidly in Sri Lanka, usage
of IT in to business activities was increased. It was
Discussion proven by showing the gradual increased of using
Presentation of the RAs has been changed graphic designs in RAs. This trend was mainly shown
drastically during last four decades. The in the private sector advertisements rather than the
competition, technological development, the government sector. Since; the competition among
perspective towards quality and applications of TQM the private sector organizations. The reason is for
directly were affected to that development of the using graphic design in RA is advertisement which
business atmosphere. During 1970 -1979, companies makes use of white space and graphic images will
have used just classified advertisements that were often be more successful at capturing the attention
consisted limited wordings. However at present of the reader.
100% of employees are using descriptive
International Journal - VALLIS AUREA • Volume 1 • Number 1 • Croatia, June 2015
UDK 331.53:658.3(548.7)”1970/2009” ; DOI 10.2507.IJVA.1.1.1.1
 Using the company logo was another technique
which was used both government sector as well as
private sector. People do not worry to read more and
wants to get the nutshell within few second.
Therefore, organisations have to use other
techniques to convey the message other than
putting advertisement with full of wordings. That
was why, the importance of using only wordings in
the RA become decreased.
Especially private sector organisations were
increased their usage of descriptive language in RAs
after the period of 1989s. As mentioned earlier, after
the period of 1990s, private sector competition was
increased and new management concepts like
quality put into pratice. Therefore, organisation
more interest to introduced their self more and
disclosed more details about the position and the
qualification of the person they required. In that
point, organisations were used more detailed
advertisements or more descriptive language in RAs.
This type of more detail advertisements helps to
applicants to screen themselves and decide if they
fit the requirement. In other wards fit into the job as
well as the company. Therefore, possibility of getting
most suitable CV’s will be increased.
Just mentioning name of the position in RAs was
showing a slight decrease. Most of private sector
organisations were tried to use creative and
innovative headings for the RAs. Even though, this
will violate one of major criteria importance which
was discussed earlier. This can be seen specially,
when they advertised marketing field related
positions.
Organisations were interest to put creative
headings, just because not to disclose their job
related details to the competitors and to get people
who are really interest on that particular position.
That means, putting creative heading will negatively
affects to the readership and people who may read it
is the people who is really interest on that position.
International Journal - VALLIS AUREA • Volume 1 • Number 1 • Croatia, June 2015
UDK 331.53:658.3(548.7)”1970/2009” ; DOI 10.2507.IJVA.1.1.1.1
The height of the advertisement was slightly
increased with compared to the increased rate of the
width of the advertisement. In the period of 1970 –
1979, most of RAs were published as classified
advertisements; especially in 1970s. However it was
changed after the period of 1980s. Important factor
which was affected to deciding the size of the
advertisement was “cost”. Even though, paper
advertisements are more effective in converse the
message in to large audience, this is one of costly
method in RA. Therefore, financial strength of the
organisation is indirectly affected to the size of the
advertisement.
As per the details of the post discussion with HR
Managers, 80% of HR managers were not very much
aware of the side of the paper which they want to put
their advertisement exactly. This was because, most
of companies outsource to design their RA and only
doing the finalising the art work. In that point,
advertiser may give it to the publisher to without
considering other critical points. Thus, under this
background HR managers do not have much more 13
idea about these critical factors. Out of ten, two
organizations have requested the page number and
side which they want to publish the RA.
Some organisations have given more interest to
differentiate their advertisement form other RAs. To
get reach that expectation, they have used different
structuring formats and positioned important data
in different spots of the space and continually used
same format for company whole RAs. This is to keep
the uniqueness of the advertisements which are
published by a particular company. As a instance,
one HR manager told that normally they are
requesting to put their advertisement in black and
white and positioning it in between the coloured
advertisements.
Conclusion
Some of the advertising practices were highly
affected on preparing and presenting RAs during
 last four decades. Using of graphics, company logo,
pictures, was increased and at the same time the
usage of only wordings in RAs were highly decreased.
On the other hand, usage of descriptive language in
RAs was become increased when the short language
usage was decreasing during the selected period.
The advertisements have been written in a general or
specific manner and most of RAs directly mentioned
the name of the position however after the period of
1989s defining the position with creative heading has
risen. When considering the other indirect factors
which are affecting to the RAs, it shows that the
height of the advertisement and the width of the
advertisement have been increased. Even that the
side of the paper which the advertisement
publishing were affected to the readership however
most of organisations do not aware about that.
[7] Price D. (1996) How marketing can sell your
personnel product, People Management, Vol. 2 No 12,
21. ISSN: 0143-5124
[8] Redman R.D., Brian T., Mathews P., (1998)
Managerial Recruitment advertisements – Just How
Market Orientated Are They?, , Vol.6, No. 4, ISSN 1468-
2389
[9] Ryan, G., Gubern, M., Rodriguez I.,(2000)
Recruitment advertising: The marketing-human
resource interface International Advances in
Economic Research, , Vol. 6, Iss. 2, pp. 354-364,
ISSN:10830898
[10] Williams, M.,L, Bauer, T. N. (1994) The effect of a
managing diversity policy on organizational
attractiveness. Group & Organization
Management, Vol. 19 No. 3,pp 295- 309. ISSN: 1059-
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International Journal - VALLIS AUREA • Volume 1 • Number 1 • Croatia, June 2015

UDK 331.53:658.3(548.7)”1970/2009” ; DOI 10.2507.IJVA.1.1.1.1